Two companies came together to create a joint venture leveraging the experience of both groups. They wanted a name to use globally that would instantly have a heritage story yet stand out in a contemporary marketplace. Named while with LPK.

Cantina Bell was Taco Bell's effort to change their menu to defend against Chipotle's dominance in the category. Named while with LPK.

A group of entrepreneurs came to us with a burrito restaurant concept but needed a ownable name, position and aesthetic they could take nationally. Currito was instantly easy to identify in the category. We developed the Burritos Without Borders tagline to capture the brand's products like Tai and Caribbean burritos. Named while with LPK.

Durazyme was a branded technology name developed for a commercial cleaning company. Named while with LPK.

Olympic was launching a new super-premium paint at Lowe's and needed to help consumers understand that this was a paint and primer in one and, ultimately, the one paint to choose at this price point. After extensive consumer discussions Olympic ONE was launched to great success. Named while with LPK.

Olympic had a small issue on their hands. Their Olympic Premium line had been trumped by their own Olympic ONE line. Moving to Olympic Icon gave them room to differentiate the collection on its own and remove challenges of consumers choosing Premium when they really wanted the super-premium ONE. Named while with LPK.

For Olympic's entry level paint, they wanted a name that denoted a good basic product without over-promising. In qualitative research across the U.S., consumers consistently placed Olympic Home at the right price point without feeling that it was a compromised product or more than it should be. Right on strategy. Named while with LPK.

The brand started as CherryPharm and was being chased by the FDA. They wanted to retain the cherry-base of the name while signifying the goodness of the product, flavor ... and reach new audiences. Named while with LPK.

Kellogg's wanted a name that transparently communicated to moms that Pop-Tarts were now designed to travel in backpacks. Named while with LPK.

Kellogg's was introducing a new fruit snack coated in yogurt. They wanted a name that kids would find fun to say while still communicating to moms that the snack had yogurt. We filtered for names simple enough for toddlers to say. Named while with LPK.

Almarai, based in the Kingdom of Saudi Arabia, was launching a line of juices aimed at youth across the Middle East. They required that the product name be crafted in Arabic and translated to English, not the other way around, so the cultural relevance would connect with regional consumers. I recruited a team of writers and namers based in Lebanon, Qatar, Saudi Arabia and Egypt to generate names, used linguists in the U.S. to cross-check nuances and inappropriate connotations, then had a translator read the names and rationale in a joint presentation to our client. Named while with LPK.

P&G wanted a transparent collection name to signify a higher tier within the Olay brand. It had to denote the professional-grade quality at shelf while leaving room for unique ingredient stories that enhance and improve the lives of consumers. Olay ProX delivered globally. Named while with LPK.

Almarai, based in the Kingdom of Saudi Arabia, was launching a line of juices aimed at toddlers across the Middle East. They required that the product name be crafted in Arabic and translated to English, not the other way around, so the cultural relevance would connect with regional consumers. I recruited a team of writers and namers based in Lebanon, Qatar, Saudi Arabia and Egypt to generate names, used linguists in the U.S. to cross-check nuances and inappropriate connotations, then had a translator read the names and rationale in a joint presentation to our client. Named while with LPK.

Oral-B wanted a name that would help their sonic toothbrush stand up and out against competition at shelf. The brand already owned the Pulsonic name internationally so we repurposed it here to drive even more meaning for the brand. Named while with LPK.

Keebler Take-Alongs were a quick addition to the Keebler portfolio to help mom have quick break away bundles of cookies for school lunches. Named while with LPK.

For the Post-it brand, access to the right product when you need it is key to helping fans capture their ideas. The brand developed a line of pens with flags built into the barrel. We named it the Post-it Flag+ pen. Sometimes naming shouldn't be complex. Named while with LPK.

Long John Silver's was introducing a new concept featuring the first non-fried items on their menu and wanted a name that quickly denoted a lighter, fresher option. Named while with LPK.

The Kroger Wholesome@Home collection was designed to help consumer quickly locate items made to eat, heat and serve in 20 minutes or less. Named while with LPK.

For the brownie lover who doesn't want to add oil and an egg to the boxed ingredients, Duncan Hines developed a product that went from freezer to oven in one easy step. We called it Duncan Hines Oven Ready. Seemed simple enough and consumers got it. Named while with LPK.

Duracell was launching a new NiOx formula battery which offered greater life than alkaline but not as much as lithium batteries. We needed to make sure consumers understood the difference and, perhaps more importantly, didn't mix battery types because they have a tendency to explode. Thus was born Duracell PowerPix. Named while with LPK.